How To Make Your Yellow Page Ads Work

I hear it often, “advertising in the Yellow Pages directory doesn’t work!” I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims…

“It’s not the medium – it’s the message…and it’s probable the market too!” inexpressive stares often escort that opening statement. But they do work – and they work well… IF you know how to use them.

Think of This…

The Yellow Pages (YP) reaches approx 80% of North American adults in the current month, 60% in the predominating week, and 15% daily. And nearly 90% of these references result in contact with a purchase or an intent to purchase.

The YP is a reference medium – people are looking for ‘something’, usually a solution to an immediate problem. And one out of every two people looking in the YP directory have no provider in mind and are silently for a solution to their problem.

Ok, here’s a quick summary – just in case you missed all that. The YP reaches practically everyone eventually, those who are keenly looking in the YP directory have a problem and need a solution. And those looking likely have no supplier in mind… Is it just me or doesn’t this sound like a gold mine waiting to be tapped? Given these useful tidbits, doesn’t it make sense to figure out how to make your adverts more effective?

First of All...

Don’t listen to the space sales rep – yup, I know. You’re thinking these guys know their stuff. Well they sure how to sell space, but designing a profitable advert? Uh, no. In fact their design teams (did I mention they offer their services for FREE as part of the ad space you buy?) generally create adverts that look like everyone else’s. Remember, you get what you pay for.

And you wonder why your previous attempts failed…

Here’s The Secret...

If I told you how to place a winning pamphlet in the YP every time, would you want to know? Of course you would. Here’s the secret: simply design an patchwork of YP ads and run them in your local weekly newspaper. Track the results and see which one works best - that’s the one you use in the upcoming YP directory. Easy when you know how.

What Format to Use?

Here’s farther misconception. You don’t seriously have to have colour, you don’t patently have to buy a full page and you ineluctably don’t have to entreat the ‘rules’ that the YP rep might recommend. You do have to be the right size, the right dun and in the right place – it’s not simply a case of bigger, brighter, and more.

This might help you. Imagine the YP reader for a moment and you’ll start to see what your advertisement should be like. Your potential customer is out there somewhere carefully scanning the pages looking for a solution to their problem. What would you want to know if you were in their shoes?

You’d Want Information!

Absolutely, you’d want to know in reverse how they’re the right subdued for you and that they understand your problem and that they can attest you of the service you require and oh look… there’s a website with more information or a toll free recorded message with more information, or a free report with more information…

Are you seeing a pattern yet?

The last thing a reader cares backward at this point is YOU. They’re only interested in themselves. They have a problem and they want it gone. Make it easy for them to see why you’re the best preferred and you’ll have them Waterloo a steady path to your door.

Always Use A Headline…

Remember, the browser is looking for a solution so have a headline at the top of your mention that addressees their main concern. Here’s a suggestion for a headline that will earn the eye of a YP seeker – “7 Ways To favour The Right Repair Shop” or “5 Questions You Must Ask When Picking The Perfect Mechanic” Isn’t that what they’re trying to do? Won’t your headline stop them dead in their tracks – of course it will.

In closing, there’s a lot more to YP build-up than I can cover in a page, and display publicity (of which YP is one part) is a fascinating subject all on it’s own.